• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

May 15, 2017: The LeBron James-led Cleveland Cavaliers, currently seeing a return trip to the NBA Finals to defend their title, today unveiled a deal with Goodyear that would put the company’s winged foot logo on Cavs game jerseys beginning next season.

The Cavaliers are the latest team to take advantage of the NBA’s three-year pilot program, beginning with the 2017-18 campaign, which coincides with Nike’s first season as the league’s official jersey provider.

Financial terms were not disclosed.

Other teams that have unveiled game jersey logos include the Boston Celtics and GE, Brooklyn Nets and software company Infor, Utah Jazz and research software company Qualtrics, Philadelphia 76ers and StubHub and the Sacramento Kings and Blue Diamond.

When the NBA Board of Governors approved and unveiled its three-year jersey logo plan in April 2016, commissioner Adam Silver said the move could generate approximately $100 million in revenue for the league. But he also indicated it could be much higher.

"We still don't know how much money this will generate," Silver said at the time.

The deals unveiled to date have been in the $5-$8 million range annually.

Industry analysts said that the Cavaliers deal could be closer to that range rather than the lower-end numbers.

The three-year pilot launch coincides with the beginning of Nike's eight-year contract, valued at $1 billion by industry analysts, replacing adidas as the NBA's official on-court apparel provider.

"This partnership had to be something that our entire franchise, and specifically our team, believed in and can now be inspired by," David Griffin, Cavaliers GM, said during a media conference in Quicken Loans Arena.

"We can’t imagine a more appropriate partner than Goodyear, and the team will have a unique depth of pride wearing the Wingfoot on the court as we compete."

The sponsor patch will not appear on the general retail versions of the Nike player jerseys, but teams have the option to sell the jerseys with sponsor patches, as well as other merchandise, in their own retail outlets and on their Web sites, according to the NBA.

According to Rich Kramer, chairman, CEO and president for Goodyear, "This is a natural fit between two organizations rooted in Northeast Ohio whose strong brands have a global following. For us, we appreciate these relationships and what they bring to us. The NBA is a growing sport internationally and specifically in China, where we have a significant presence."

This deal comes with added incentives, including a $1 million donation to Cleveland and Akron school districts to support STEM (Science, Technology, Engineering and Mathematics).

James is among a group of athletes currently appearing in a marketing-awareness campaign for STEM.

Turner Sports, a broadcast partner for the NBA and the official media partner of this agreement, said it would "bring to life the power of the jersey patch through custom-branded content and advertising."

Goodyear said that the Cavaliers logo would appear on the Goodyear Blimp during certain promotional events.

Other NBA jersey logo deals have also come with additional elements.

The Jazz jerseys will have patches for 5 For The Fight, a philanthropic effort by Qualtrics founders Scott and Ryan Smith to fund cancer research.

The Celtics said they would seek to leverage GE’s expertise in a variety of areas, including "player performance, injury prevention, and business optimization.”

The two sides said they would "work closely to integrate GE’s technology into the team’s basketball facilities, particularly as it relates to the Celtics’ state-of-the-art Auerbach Center at New Balance Headquarters, scheduled to open in 2018."

All patches will be 2.5x2.5 on the left side, with a Nike Swoosh logo on the right side.

The Charlotte Hornets will wear a Nike division Jordan Brand as the team is majority owned by Michael Jordan.

Goodyear will certainly get major exposure for its logo cost.

According to the most recent NBA numbers, James finished No. 2 in jersey sales with teammate Kyrie Irving No. 5 in jersey sales, according to NBAStore.com sales since the beginning of the 2016-17 NBA season.

"We appreciate these relationships and what they bring to us. The NBA is a growing in China, where we have a significant presence."

For the second consecutive regular season, the Warriors’ Stephen Curry had the No. 1 most popular jersey and teammate Kevin Durant was No. 3.

In addition, the Warriors and Cavaliers were No. 1-2 on the list of most popular team merchandise,

When asked if he expected any push-back from people who don’t want to see ads on jerseys, Cavaliers CEO Len Komoroski said, "From an international scale, this is commonplace. And you are seeing it more domestically.

"This has been planned by the league to integrate business to enhance both parties. It has been created by the NBA in a deliberate fashion."

The NBA earlier this year unveiled a deal renaming its Developmental League as the Gatorade League, with jerseys to feature the Gatorade logo.

The WNBA has had jersey-front sponsors for years, as had the D-League.

Nascar and soccer have long been the fore-runners in selling ads for jerseys and uniforms.